Incorporating Cosmopolitan-Related Focus-Group Research into Global Advertising Simulations


  • Hugh M. Cannon
  • Attila Yaprak
  • Sheila Sasser


The cosmopolitanism construct plays a significant role in global cross-national segmentation. Previous research suggests ways of incorporating this into global simulations. This paper discusses a method for simulating focus-group research regarding various patterns of cosmopolitanism in support of such a simulation. While the paper does not present the technique in the context of an actual computer simulation, it identifies the key structural elements. Given the popularity of focus-group data in advertising research to the development of advertising strategy, and the importance of cosmopolitanism in cross-national segmentation, this represents an important element in the development of a computer-based advertising simulation.